Food Marketing
An analysis of food marking to the youth

What food is he the spokes
character for?
What is his slogan?
 Finger-lickin’ good!
 What company uses this slogan?
What is food marketing?
 Food advertisements that bring together the
producer and consumer
 Jingles, songs, “spokescharacters,” favorite food
characters
What is the goal of marketing food to children?
 The goal of food marketing is to influence
children’s food choices
 Food marketing to children works!
Harris, J., Schwartz, M., & Brownell, K. (2010). Evaluating fast food nutrition and marketing to youth.
Food F.a.c.t.s., Retrieved from http://www.rwjf.org/files/research/20101108fffactsreport.pdf
Fast
Harris, J., Schwartz, M., & Brownell, K. (2010). Evaluating fast food nutrition and marketing to youth.
Food F.a.c.t.s., Retrieved from http://www.rwjf.org/files/research/20101108fffactsreport.pdf
Fast
Racial Differences
 In 2009, African American children viewed 56% more food
advertisements on TV than White children
 Why?
 In 2009, African American children watch about 45% more TV than
White children of the same age
Harris, J., Schwartz, M., & Brownell, K. (2010). Evaluating fast food nutrition and marketing to youth. Fast Food F.a.c.t.s.,
Retrieved from http://www.rwjf.org/files/research/20101108fffactsreport.pdf
Harris, J., Schwartz, M., & Brownell, K. (2010). Evaluating fast food nutrition and marketing to youth. Fast Food F.a.c.t.s.,
Retrieved from http://www.rwjf.org/files/research/20101108fffactsreport.pdf
“Current food and beverage
marketing practices put children’s
long-term health at risk”
Fineberg, H. (2006). Changing the trends: Food marketing to children and youth. Medscape General Medicine, 8(2),
Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1785214/
How do companies market to children?

TV commercials

Website ads

Radio

Internet

Magazines

In schools

Product packages

Clothing

A logo or product image can be shown almost anywhere

Companies use celebrities, spokes-characters, cartoons, and
collectibles
How much money is spent on food marketing to children?
 Nearly $10 billion a year
 75 million children in the United States (age 0-17)
How much money do food companies spend on each child?
Math Instructions:
1. Type 10,000,000,000 into your calculator
2. Hit the divide symbol
3. Type 75,000,000 into your calculator
4. Hit enter
5. 133 should be your answer
10,000,000,000 / 75,000,000 = $133 per child
McGinnis, M., Gootman, J., & , (2006). Food marketing to children: Threat or opportunity?. (p. 169). Washington, DC: The National
Academies Press. Retrieved from http://books.nap.edu/openbook.php?record_id=11514
What types of food are generally
marketed/advertised?
 Marketed foods typically are of poor nutritional quality
 Negative effect on children’s well-being
 What foods are the most heavily advertised on
children’s television?
 Fast-food and sugary cereals
McGinnis, M., Gootman, J., & , (2006). Food marketing to children: Threat or opportunity?. (p. 169). Washington, DC: The
National Academies Press. Retrieved from http://books.nap.edu/openbook.php?record_id=11514
Can you name it?

“I’m lovin’ it”

“The taste you can see”

“Come hungry, leave happy”

“Taste the rainbow”

“Think outside the bun”

“I go cukoo for ___________”

“Have it your way”

“They’rrrre GR-R-REAT!”
Where are the parents?
 Parents are responsible for feeding their children but...
-Parents are outnumbered by aggressive food marketers
-Parental authority is weakened
-Parents have limited nutrition knowledge
-Companies are experts in persuasive techniques
-Companies have resources to influence children’s food choices
Wootan, M. (2003). Pestering parents: How food companies market obesity to children. Center for Science in the Public Interest (CSPI),
Retrieved from http://www.cspinet.org/new/200311101.html
Guidelines for food marketing to
children
 Food and beverage companies, retail stores, broadcasters,
and schools should market foods responsibly to children
Wootan, M. (2003). Pestering parents: How food companies market obesity to children. Center for Science in the Public
Interest (CSPI), Retrieved from http://www.cspinet.org/new/200311101.html
Wootan, M. (2003). Pestering parents: How food companies market obesity to children. Center for Science in the Public Interest (CSPI),
Retrieved from http://www.cspinet.org/new/200311101.html
Can you sort these foods?
 Recognizing unhealthy vs. healthy food choices is the first
step in living well!
 10 great & 10 not-so-great kids’ foods:
Skinless chicken breasts & drumsticks
Whole milk
Seasoned, air-popped popcorn
Chocolate bars
Skim or 1% milk
Hamburgers
Extra-lean ground beef or veggie burgers
Low-fat hot dogs
Ice cream
Whole wheat or animal crackers
Whole-grain, low-sugar cereals
Hot dogs
Soft drinks
Cheesy, pepperoni pizza
Fresh fruit & veggies
Bologna
French fries
American cheese (slices)
Fat- free corn or potato chips
Non-fat ice cream or frozen yogurt
How accurate are your choices?
 Check your answers with the correct list below!
10 Not-So-Great Foods:
Soft Drinks
Hamburgers
Hot Dogs
Whole Milk
American Cheese
(or cheeses with high fat content)
French Fries
Pizza
(loaded with cheese & meat)
Chocolate Bars
Ice Cream
Bologna
10 Great Foods:
Fresh Fruits & Veggies
(especially carrot sticks, cantaloupe,
oranges, watermelon & strawberries)
Chicken Breasts & Drumsticks
(without skin or breading)
Whole-grain, Low-sugar Cereals
(like Cheerios or Wheaties)
Skim or 1 percent Milk
Extra-Lean Ground Beef
(or vegetarian burgers)
Low-fat Hot Dogs
Fat-free Corn or Potato Chips
Seasoned, Air-popped Popcorn
Whole Wheat or Animal Crackers
Non-fat Ice Cream or Frozen Yogurt
Group Discussion
 An analysis of food marketing: Food Advertisements
Directions:
-Take a minute to analyze the magazine ads on the next slide
-When you are finished, as a class we will analyze the ads together
How do the products make you feel?
What techniques are used to catch you attention?
Do the advertisements make you want to buy the product?
Why is it good for the manufacturers if their advertisements make you want their product?
 http://www.youtube.com/watch?v=2oFpUW11RPs
What did you learn today?
Lessons Learned
 TV influences food choices: African American children
watch more TV than White children
 Nearly $10 billion a year is spent on marketing food to
children
 75 million children in the United States (age 6-11),
$133 is spent on each child
 Marketed foods typically are of poor nutritional
quality: Negative effect on children’s well-being
 Fast-food and sugary cereals are advertised the most
on children’s TV